Serta Holds the Line on Price Increases

By Alan Wolf, YSN

Despite what it describes as extreme and costly disruptions to the bedding industry’s supply chain as a result of the COVID-19 crisis, Serta Simmons said it would absorb the higher costs it has incurred rather than pass them along to retailers.

In an open letter to customers, Derek Miller, Chief Sales Officer of Serta Simmons Bedding, said implementing price increases at this time “would create disruption at retail and would put pressure on your ability to drive your bedding category sales.”

Miller said robust consumer demand combined with raw material shortages have led to “sourcing challenges and longer lead times,” and that supplier price hikes on components have raised the company’s costs.

Nevertheless, Serta will instead “remain focused on bringing you the most impactful consumer insights, innovation, new products and new promotions to help drive traffic and conversion at retail,” he said.

Among Serta’s most promising and compelling innovations is a forthcoming mattress line infused with HieQ Viroblock, a patented technology that can reportedly kill virus particles and bacteria including Sars-Cov-2, the virus that causes COVID-19. The product’s launch is pending confirmation of Viroblock’s antiviral claims by federal agencies.

See: Serta Simmons Develops COVID-Killing Mattress